How to Jump the Innovation Curve | Guy Kawasaki

people always ask me for a Steve Jobs story and so let me feel that obligation right now one day I was working in my cubicle and Steve Jobs shows up with this person I'd never met before and he asked me what I thought about a company so I proceeded to go into this diatribe right so well it's kind of a mediocre company Steve because it has a mediocre product this mediocre product doesn't really take advantage of graphics mouse video anything modern of dubious user interface boring drilling practice mathematic software and after this this diatribe he then turns to me and he says guy I want you to meet the CEO of that company so that's what it was like working for Steve it was very very challenging it was the best experience of my life I would not be where I am we're it not for Steve Jobs he was a fantastic person to work for not easy but fantastic sort of like when you look back in your life you know maybe when you're in school you think the best teacher is the easiest teacher but 20 years later with some perspective you can look back and say the best teacher was the toughest teacher and that's what I would say about Steve Jobs I think that the world is a lot less interesting without Steve now he's been gone about six years now and I could tell you one thing for sure right now he is telling God what to do so if you don't like Universal 1.0 stick around because Steve is redesigning it to 2.0 I have seen many many high tech speakers okay I've been in Silicon Valley for about thirty years and I'll tell you something about high tech speakers other than the speakers you'll see today they are they have well I Rallo they have two salient qualities quality number one is most text speakers sock seriously just you know you know I'm right right they suck and second thing about tech speakers is they go long that's a deadly combination you know if you suck in your short who cares and if you're great and you're long also who cares but if you suck and go along that's just a deadly combination it's like being stupid and arrogant right you don't know what you're talking about but you're sure you're right right so what I embraced in my career is that I always use the top ten ladies again okay I always use the top ten format and I always use the top ten format so that in case any of you are bored by my presentation you know I have ten key points today you know how long I'll go so if you if you think I suck you know approximately how much longer I'll suck I have ten key points today so these are the points that I learned about innovation as an entrepreneur as an Apple employee as a venture capitalist and I'm back as an entrepreneur right now so my top ten thoughts and recommendations about the art of innovation the first thing that I figured out it took me 30 years to figure this out is that great company they exist because they want to make meaning that is they want to change the world and the way I've come to view this is if you make meaning then you'll probably make money the natural consequence of making meaning of changing the world of making people's lives better is that you also make money but if you focus simply on making money I think you'll attract the wrong kind of people you'll probably fail you won't make meaning and you won't make money so let's look at some examples of companies in the meaning that they make I think Apple made meaning with computers it made people more creative and productive Google has democratized information so you didn't have to be rich and powerful to access all of the information in the world similarly Wikipedia does this kind of thing the company that I work for canva is now trying to democratize design so I want you to wrap your minds around this concept that great innovation great success kurz because companies and people want to make meaning they want to make the world a better place if you make meaning you will probably also make money step number one step number two is that I think you should make a mantra a mantra is a two or three word explanation for your meaning it describes why your meaning should exist but first let's look at a mission many companies most companies make a mission statement let me read you the mission statement of Wendy's the mission of Wendy's is to deliver superior quality products and services for our customers and communities through leadership innovation and partnerships now don't get me wrong I have four children any of you were children you know that when the children outnumber the adults when you have gone from man-to-man to zoom you understand that fast food has a whole new relevancy so I love Wendy's I love fast food french fries is our family's favorite vegetable so don't get me wrong when I put this Wendy's mission statement up but I will tell you that in all the times that I've eaten it when teased that I've driven through Wendy's it has never occurred to me that what I am participating in is leadership innovation and partnership I just thought I was getting french fries and a coke okay so I think this is the full the problem with mission statement the companies come up with this and no employee can memorize this next time you go to Wendy's ask the Wendy's employee what's your mission statement I don't think anyone Dee's employee could I don't think the founder of Wendy's employee a Wendy's could do this repeat his mission statement what happened to no that's true because he's dead so this is my this is my diatribe on mission statements too long not memorable effective toward Wendy's out of this statement would you remember what company this is for you know how we do this I'll tell how we do this in Silicon Valley so I don't know if you've ever had the mission building exercise so the way we do it is Silicon Valley is we take the top employees to a resort this resort has to have a world-class golf course high correlation Golf Course admission statement so you take your employees on this 2-day mission statement off site you're going to decide on the mission and the strategies for the future you you need to have an outside meeting facilitator the reason is that you have nobody on your management team who can lead so if you had a leader you wouldn't need the off-site by definition the fact is you need the off-site means you don't have a leader so you have to hire an outside facilitator in Silicon Valley the facilitator is typically a woman's not to be sexist this is just a statement of fact this woman has a dual track career not only is she a meeting facilitator an executive coach she is also a Lamaze instructor because if you think about it the concept of pushing out a baby very similar to pushing out a mission statement so after one day of cross-functional teams where you form groups with people you can't stand in the company you fall into their arms so now you all kumbaya love each other second day you're in a small room you have a pad of paper moonbeam the meeting facilitator is going to write the mission statement there's 50 of you in the room you figured out my god I've wasted two days of my life at this stupid off-site so I ought to get at least one word in the mission statement that's why you have mission statements like this so what I want to suggest to you if you want to master the art of innovation it's come up with two or three words that describe where your innovation should exist these are some examples I think Wendy's mantra should be healthy fast food three words to describe why that company exists Nike just do it as a fantastic slogan but why does likee exist authentic athletic performance and FedEx when you absolutely positively want something someplace when you want peace of mind its FedEx so I ask you to take some time out and think about it can you come up with a Monde for your company two or three words for why your company your service your innovation should exist this mantra is then used to keep your employees on the same page to keep your customers on the same page to keep the industry on the same page what do you stand for healthy fast food authentic athletic performance peace of mind the next thing is to jump to the next curve this is probably the most important part of this presentation for what you're about to hear in let's see three hour four hours three hours and 45 minutes where you're going to hear about the next curve for this organization jumping to the next curve should set the parameters for how you innovate because innovation is not about doing things 10% better or 15% better it's about doing things ten times better a historical example ice 1.0 there used to be an ice harvesting industry in the United States this is late 1800s Early 1900 at this time Bubba junior gets a horse a saw and a sleigh in the winter in a cold City for a lake or a pond goes out and cuts ice put it on the sleigh and deliver it 9 million pounds harvested in 1900 I stoop oint o 30 years later now you freeze water centrally you don't wait for winter you don't have to be in a cold city you could have an ice factory in Phoenix you could not have ice harvesting in Phoenix this is a major breakthrough it doesn't have to be winter it doesn't have to be a cold city ice 2.0 i 3.0 now you have the refrigerator curve now everybody had their own ice factory the ice man did not have to deliver ice to your house you had your own ice factory a PC a personal chiller very interesting story behind the story is that none of the heist harvesters became ice factories and none of the ice factories became refrigerator companies because they resisted change how many of you use a Kodak camera in this audience how many of you use a smith-corona how about a remington ran how about a Polaroid how many of you use a telegraph it's because these companies don't jump to the next curve and the major reason why companies don't jump to the next curve is because they define themselves in terms of what they already do or make if you say I am an ice Harvester I cut ice in the winter from frozen lakes or ponds guess what you don't embrace the ice factory if you define yourself as a factory that freezes water centrally and then delivers ice in a truck guess what you don't embrace the refrigerator business and so what I'm asking you to wrap your minds around is to define your business in terms of the benefits that you provide to your customers or is it simply a phone system or is it customer relations is it simply a way of getting frozen lakes into your house or is it cleanliness and convenience if you were a typewriter company 30 years ago do you find yourself as we make a mechanical contraption that takes an arm with a letter on it swings hits the paper and bounces back or are you in the communications business the ice people ice 1 2 & 3 we're all in the same business cleanliness and convenience if they define themselves as being in the cleanliness and convenience business the ice Harvester would jump to the ice factory curve and the ice factories would jump to the refrigerator curve and the refrigerator companies would jump to the biotech curve most companies don't do this so I ask you now you just think about your businesses in terms of the benefit that you provide your customers as opposed to what you currently do get to the next curve the fourth thing is to roll the dice eat rolling the dice these are the five qualities that I think are essential for getting to the next curve quality number one is depth great product great services have lots of power you've anticipated what people need as they come up the curve this is an example of a deep product this is a sandal made by reef it's called a Fanning every sandal in the world has one primary purpose to protect your feet this sandal is deeper because that metal bar at the midsole area it opens beer bottles this sandal has twice the depth of any other sandal in the world great products are also intelligent when you look at them when you hear about them when you learn about them you think hmm this company understood this company anticipated something Mercedes has something called pre safe and what pre safe does is that it detects that the car is about to collide when it collides or when it collides it will have a very loud noise it can hurt your ears so when a Mercedes detects that it's about to collide it puts out a very loud noise but less loud than what is about to happen this pre safe noise prepares your ears for the even louder noise that's coming this is to prevent damage to your ears if you think about it it's a very clever thing I happen to love cars I'll give you one more car example Ford Mustang gt500 Shelby Mustang like 650 horsepower zero to 60 in under 30 seconds this is like Reed is like total badass car okay so I'm 62 years old going through two-thirds life crisis I would love to compensate for my feelings of inadequacy by buying a car like that but I have four children two of those children our male drivers and the concept of either of those kids driving a 650 horsepower car is immoral and so when I learned something I learned something forward as a very intelligent product just like Mercedes has pre-safe Ford has a product called the Mikey and what the Mikey enables you to do is program the top speed of the car into the key so that's right dad is that next car in Phoenix he left his Mustang but he left the key programmed to go no faster than 55 miles an hour I think that is an intelligent product next quality of great stuff is completeness not only deep its broad think of the broadness of Google right search analytics social media Google Photos Google Docs Google car Google everything seeing is a completeness of Google great products and services are also empowering they make you better they make meaning is the MacBook Air MacBook Air Macintosh's make people more creative and productive that's what a Macintosh does the other operating system you have to fight like it's you or Windows if you want your Windows laptop to print you have to wrestle it to the ground it's not sitting there waiting to help you become more creative and productive this is the MacBook Air as I said this is you know this cool thin block of aluminum awesomeness it looks like a Tibetan monk machined it from a solid block of aluminum right or you can buy the big thick black ugly plastic laptop with the Windows operating system on it the choice is yours great products great services empower people you know you could take the Evangelist out of Apple you can't take the apple out of evangelism the last thing is it great products great services are elegant somebody cared about the user interface the design and as I said later today you're going to learn about the next curve that you'll experience from this company very exciting times number five number five is stolen from a song by Bobby McFerrin he said don't worry be happy' what I learned about innovation is don't worry be crap which is to say that when you have jump curves when you have created something that's dicey it's okay to ship it with elements of crappiness to it I'm not saying ship crap I'm saying ship a revolution and it can have elements of craftiness to it first Macintosh this was crappy about the first Macintosh it had 128k of RAM we thought that was an ocean of RAM had a 400 K floppy drive my god what were people going to do with all that storage we are working on a 5 megabytes secret hard disk 5 megabytes 5 megabytes my god what were people going to do it all that storage by megabytes $2,500 you know first Macintosh was a piece of crap but it was a revolutionary piece of crap and if we awaited for chips to be cheap enough and fast enough for color display for all the good stuff that has happened we would have never shipped the world would have passed us by first laser printer $7,000 prints one sided eight-and-a-half by 11 only slow network limited font piece of crap but it was already so much better than the existing letter quality of Daisy wheel printers it was okay to ship here in the biotech business please ignore this recommendation that's it but but what I'm trying to tell you is once you jump to the next curve it's okay to ship eric ries is the concept of the Minimum Viable Product MVP if I were clever I would have used that acronym but I came up with don't worry be crappy that's why you know who Eric Ries is and not who I am that's why there's a drawing to stand in line for Steve Wozniak and not me it's okay I'm not offended Nextiva so I'm asking you I'm asking you again don't ship crap but when you have that next curve you know the first refrigerator was probably much more convenient than the best ice factory get to the next curve don't worry be crappy number six I stole this from Chairman Mao although I fail to see how we ever implemented this this is to let a thousand plus simulate 100 flowers blossom well what I'm trying to say here is that when you have an innovation you may encounter a very interesting situation where you ship it and then people who you did not intend as your customer use your product or service and they use it in unintended ways and lots of people freak out when this happens my god the wrong people are buying our product or service and they're using it in ways we did not plan lots of companies get freaked out when that happens we need another off site because we need to get our team together figure out why are the wrong people buying our stuff and large quantities let me give you a piece of advice should this ever happen to you step number one take the money don't be proud always take the money in Apple's case you know we thought we had a spreadsheet database and word processing machine loops come to find out we were rejected in all three markets what flower blossom that saved Apple was desktop publishing desktop publishing Aldus PageMaker no Aldus PageMaker no desktop publishing there would be II know Apple today Aldus PageMaker was a gift from God to Apple I believe in God and one of the reasons why I believe in God is there is no other explanation for Apple's continued survival than the existence of God let a hundred flowers blossom you think you have a spreadsheet database on processing machine come to find out the market says it's a desktop publishing machine hallelujah take the money tell people yes that's what we intended for this machine just stop all machine let me tell you how Silicon Valley works in Silicon Valley we all throw random stuff against the wall okay one percent of it sticks to the wall we go up to the wall with a paintbrush we paint the bullseye around it and we say people we hit the bull's eye we at the bullseye aren't I smart I don't want to burst any bubbles for you but that's how it works are you thinking Silicon Valley we know what the hell we're doing I hate to burst your bubble okay let a hundred flowers blossom if you were if you were Avon CMO of Avon and you have this new product line called Skin So Soft or duh what skinful saw supposed to do make your skin soft it's about beauty at hope and all that kind of stuff right then you find out oh my god moms are buying Skin So Soft as an insect repellent oops you know our ideal marketing position was not better for your children's in DDT that wasn't the plan and yet if your Avon you say let a hundred flowers blossom one is it is an insect repellent hallelujah take the money Skin So Soft the kindest gentlest insect repellent for your precious jewels come on down 69 32 and 64 ounce spray aerosol whatever you want let a hundred flowers blossom take the money number seven number seven is that you are willing to polarize people this is a picture of a TiVo TiVo allows you to shift programs I happen to love to watch TV but I travel a lot and so I always have to time shift my programs and you know I don't want to give you the wrong impression I don't want you to think oh yeah I got you know you're like watching all these PBS specials about Elizabethan England and you know life of Charles not Chaucer said Charles Barker you wouldn't be one probably not Charles Barkley William Shakespeare affixed somebody I don't want so no III my tastes are not that high I'm my kind of taste in this stuff i time shift is more along the lines of retired Navy SEAL living a happy life with his wife and daughter wife and daughter get killed by terrorists he goes into a deep funk you know abusing alcohol and drugs is just totally depressed he's angry because the only things that matter to him in his life have been taken by terrorists one day he's in a drunken stupor and here's this woman looks outside in his yard and there's this black helicopter has just landed these people come out with you know things in their ears and they say okay come and get in the helicopter he's like what are you talking about he gets in the helicopter helicopter takes him to the White House gets into the White House goes into the White House the president says CIA is ineffective NSA is ineffective FBI is ineffective military is ineffective I don't care about Constitution I don't care about Miranda I don't care about due process here's a presidential pardon in advance I just want you to kill terrorists gets back in a helicopter goes home he goes into his house he presses his button back of the closet opens up is like m16s grenade launchers stingers in a samurai sword he like mans up gets all this goes on and killed terrorists and he falls in love with this woman but he doesn't know if she's a Mossad spy or not anyway that's the kind of programs I watch so that's probably too much information anyway polarizing Polaroid people polarizes people people like me love people but people hate people brands hate people because I only watch commercials one day a year right Super Bowl Sunday every other day of the year I don't watch any commercials these brands are paying millions of dollars to make and place commercials and people like me are not watching them brands and agencies hate evil you're a 49ers fan that's the only day you really could stand watching this Super Bowl is because you can watch the commercials because you know your team is not in there so so what I'm telling you is that great products and great services polarize people I'm not saying you should intentionally piss people off I'm saying that if you create a great product a great service you will piss people some people long and it's okay I'm not I'm not saying that it's the goal but one of the signs of great innovation is that it upsets people McIntosh upsets people Android upsets people great products you know imagine if you're a taxicab company and you hear about uber well you're not probably you know doing backflips of happiness over that if you're a hotel company and you hear about Airbnb you're probably not doing backflips about that it polarizes people it's okay memory number eight I stole from Black Panthers they said burn baby burn but innovators in business they churn baby churn which means that you have to take version one and make it 1 1 1 2 1 3 1 4 1 5 2.0 right for two people who have been in business for 37 years you understand this if you look at what you did 37 years ago till today you've turned dozens of times I'd say that this is one of the hardest lessons for an entrepreneur for an innovator because to be an innovator and entrepreneur you need to be in denial right you need you all know you need to ignore people because people are going to tell you it can't be done it shouldn't be done it isn't necessary you know stick with your job learn COBOL stay a programmer work for a bank that's a safe job right so you need to be able to ignore these people but then once you ship your revolution once you open up your first refrigerator factory then you're going to have to ignore people who said no one would buy a refrigerator and listen to people as they tell you how to fix the refrigerator with McIntosh nobody told us to build a back and Tosh they told us to build a better faster cheaper Apple - because if you asked your current customers what do they want they'll probably say better faster cheaper status quo but if you want to get to the next curve if they ignore them but then once you ship then you have to start listening to them again it is the hardest bit to flip it took the Macintosh division about two to three years to go from ignoring the naysayers to listening to people about how to evolve the Macintosh Revolution number nine number nine is all the marketing you need to know ok simple grasp vertical axis is uniqueness horizontal axis is value how many of you have ever dealt with McKinsey you can hold your hand up high and have to be ashamed of this stuff so I'll tell you for those of you who have not worked with Kinsey when you work with McKinsey basically everything comes down to a two by two matrix and McKinsey typically charges you about five million dollars to tell you you need to be in the upper right hand corner so because of Nextiva you're kind host we're going to tell you that for free you want to be in the upper right hand corner okay write that down so we're going to go through the four corners in the bottom right corner is the corner where you have something that's useful it's valuable but it's not unique in that corner you always have to fight on price if you slap the same operating system on the same hardware guess what you have to fight with Lenovo and Dell in that corner it's always about price in the opposite corner you have built something that only you do you own that market but it is not valuable in that corner you are just plain stupid you own a market that does not exist the bottom left corner is even worse the bottom left court the dot-com corner in that corner you are not unique and you are not valuable the best example of this is pets.com 15 years ago company called pets.com pets.com let me explain you're all you know into CRM and stuff business communication let me give you the pitch for pets.com 300 million Americans one in four owns a dog seventy five million dogs each dog eats two cans of dog food per day total addressable market of 150 million cans of dog food per day and I'm like B to B this is B to C or more accurately B to D dogs eat every day so you take 365 and you multiply by 150 million that's the total addressable market for pet food online it's this simple supply chain management you have a car you have a dog you need to kill the cow cut it into pieces put in a can get it to the dog that's it that's it simple simple business so the innovators in Silicon Valley said wow we can disintermediate make this chain more efficiently so now you kill the cow put in the can ship it directly to the doll you skip the pet food store so we can discount pet food 25% that was the pitch how hard could this be 150 million cans of dog food per day 365 days a year well the problem and the reason why pet calm was not that valuable is because yes you could discount at the top line but then guess what the can with the dead cow in it is still in the warehouse you've got to get it to the dog get it to the dog you need to add shipping and handling and then somebody needs to be at home when the dead cow in the can arrive so it was not so convenient and it was just as expensive not valuable and then because of stupid people like me we said whom 150 million cans of dog food per day 365 days that's like humongous market sotas crestcom microscope Escom master defense calm it was not unique and it was not valued so the corner you want to be in as an innovator an entrepreneur is a small business person it's the upper right-hand corner some examples from my life I love to watch movies for the theater that I go to the only way I can buy a movie ticket at home and know that I have a ticket not have to stand in line is Fandango this is a unique and valuable service for you because when you take your kids to the movie you really want to know that you have a ticket because it is such a logistical nightmare to get your kids into the minivan to take them to the movies this is a Breitling emergency watch if you unscrew the big knob at the five o'clock position you pull it out and then tenha pops out that antenna starts broadcasting emergency signals that airplanes catch so if you're about to die if you skied off the course and you're about to freeze to death if you are sailor and your mask is broken and you're you know in the middle of Pacific and you're about to die you pull this out and next thing you know kevin costner is in the Coast Guard helicopter coming down in a wire basket to save you okay this is a unique and valuable watch I don't know many watches they could save your life and this is a car that came a few years ago to the United States is a Mercedes Smart car we all have cars that can park parallel to the curb but what if there's hardly any parking how many of us have cars that can park perpendicular to the curve so my theory is that all of marketing boils down to this how are you unique and valuable when you invent the first ipod it's unique a user interface that mere mortals could operate it's unique you can buy songs easy cheaply from the largest publisher unique and valuable so if you're the engineer in your business create a product or service that's unique and valuable for the market here in your business convince the world that you are unique and valuable that's all of marketing you need to know number 10 number 10 is to perfect your pitch as an innovator as a revolutionary you need to be able to perfect your life is a pitch some tips for you number one is customize your intro always try to start with some story that rips off the previous speaker or somehow shows that you're connected to the audience I often use pictures this is a picture of an LG washer and dryer so the scenario here was that I was in Brazil to speak to the latin-american management of LG however I was already in Sao Paulo when I figured out you know guy if you had really thought about this you would have taken a picture of the LG washer and dryer if you own so you could open up your speech the LG for the picture of your washer and dryer but I wasn't that smart but you know the two kids that I won't let them drive a Mustang they're at home right so I figure huh I'll invoke a little reciprocation I'll give them an opportunity to pay back their father so I send both words of text message so you know basically the gist of it was pause call of duty that I bought you on the Xbox that I bought you go downstairs in the house that I bought you with your iPhones that I bought you and take a picture of the LG washer and dryer that I bought you to keep your clothes clean and I need this right away because I'm about to speak in Brazil okay so how many of you have teenage boys in this house so guess what after half an hour what happened nothing right so to set up the next slide older boys Nick younger boys Noah okay Nick Nora I send the message to my older boy figuring he's more responsible st. Nick you know did you get my text message about needing a picture next is well Noah said he got it too and he's going to take the pictures and since you're talking to LG can you get us some free TV yeah welcome to my life welcome to my life anyway Noah did send the pictures those are pictures that you see he did send them now he has more than 25% of my estate in my with pictures are a very good way so when I spoke in Moscow I opened up with this picture and I said wow you Russians I had no idea you really have big balls in Russia this before Ukraine this is the best picture of all though this pictures me in the Grand Bazaar of Istanbul which is a fantastic place I hope you put this on your bucket list you must visit Istanbul once in your life and I'll tell you I was speaking to Turkcell the kind of 18t of Turkey I don't mean it as an insult but turkcell and and the guy behind me is the shopkeeper so I opened up with this picture turkcell and let me tell you there's a whole story gratis picture you see the guy behind me that's a shopkeeper you see how happy now guys that guy's happy you know what that guy's thinking nice thing and this dumbass American is going to buy this face this thinking fizz has been in my family shop for three generations and finally I found some dumbass who's going to buy this place I make happy I make people happy wherever I go but anyway when you open up the Turkcell showing you still wearing a fez in the grand bazaar istanbul it sets you up for success with your audience now you may not do stuff like this but I'm telling you the greatest gift ever given to a great pitch is LinkedIn before you make a pitch you've checked everybody's background in LinkedIn you want to find points of commonality you want to find out that you both went to the same school that you both love golf that you both have adopted children whatever it is you're trying to find some point of commonalities that's the key second thing is to follow what I call the 10-20-30 rule the 10-20-30 rule of pitching that the optimal number of slides in a presentation can't 10/10 is about all an audience can handle 10 key points 10 slides now you're not stupid you're sitting there saying guy is such a hypocrite typical Silicon Valley California value telling us to use 10 and you're like number 50 right now right you're so full of it you're hypocrite let me explain I'm on number like 50 now I'm telling you to use 10 you know why you are not to me you should also be able to give your presentation in 20 minutes because you never really have an hour you never do things start late people need to leave early and besides to my utter consternation to this day roughly 90% of the world uses Windows laptops and I know I know after being in hundreds of meetings when somebody shows up or Windows laptop you need to allocate at least 40 minutes for them to make it work with the projector and then you need to make the smallest font 30 points if you just did this if you made your font 30 points and kept cutting until only the text at 30 points fits you would make your presentations so much stronger a very good rule of thumb is figure out who the oldest person is in the oddest invite his or her age by - 6000 people 30 points 5000 people 25 points someday you may be may be pitching to a 16 year old that they use the 8 point font okay until that they can't slide 20 minutes 30 points on number 11 the bonus for my friend don't let the bozos grind you down there two kinds of bozos in the world bozo number one flopping Lee disgusting pocket protector Japanese watch rusty car a loser you look at that person you say wow you're a loser that's not the dangerous puzzle because only a loser listens to a loser duh so if you're not a loser you don't have to be worried about that dangerous bozo because you're going to ignore loser no problem the dangerous bozo for you is the winner bozo what's the qualities of a winner bozo winner bozo is dressed in all black when are bosons lots of things attending I like Lamborghini Maserati Ferrari Armani Howdy's okay and and you look at that person and you say my god you know rich and famous equals smart rich and famous does not equal smart rich and famous usually equals lucky not smart just to be very very cautious about looking at rich famous successful people and thinking that they're right I mean by this test we would all listen to Tom Cruise about morality we listen to Kim Kardashian about families okay so you need to be skeptical you need to be skeptical I think it was awfully is like the flu how do we fight the flu we all get a flu shot we get vaccination a flu shot is a little bit of flu so that when your body encounters big flu it's already prepared I'm gonna do the same thing I'm gonna give you some moses' tea so when you're in counterpose acid in your careers you already said hi remember that time and I went to next con and guy gave me this bunch of like little inoculations little shots of velocity now it's kicking in the antigens already built up so this telephone has too many short comes to be seriously considered as a means of communication the device is inherently of no value to us Western Union wrote off the lesson in 1876 oops you know Western Union should be Pay Pal should be Bitcoin it should be square but man if you write off telephony it's hard to get to Internet the gap is too big there's no reason why anyone would want a computer in their home Kennels and founder of death oops right can you imagine if you're Steve or was asked was asked was when you see him when an answer so odds you know like back when you're starting Apple probably everybody's telling you you need some real good advice advisors go to someone who's been there and done that someone who's recognized go to someone like Ken Olson and ask Ken Olson for your for his advice about how you should build Apple my thing is that I think if was and jobs that meant Ken Olson in an elevator in Las Vegas that Comdex said mr. Olson we have a different vision for computing we think computer should be small and cheap and easy to use so small so cheap and easy to use mr. Olson that you could have a computer in your house mr. Olson because at that point mr. Olson would have said son there's no reason why anyone would want a computer in their house if they want to do something like balance their checkbook they will simply get back in their car drive to the office and use quicken running on a deck mini computer so son before you ruin your life learn COBOL come work for deck Ken Olson was a great entrepreneur a great innovator but you know what if you own the most ice factories guess what you probably would not embrace refrigerators you need to get to the next curve this is my own velocity my own boson it's too far to drive and I don't see how it can be a business I said this when I was asked if I wanted to interview for the position of the first CEO of Yahoo I told the venture calvess too far from my house is one hour away I don't want to drive that far two hours a day you know Mike we already had one son second son was in beta that's Tina I just I can't see how it's going to be a business too far to drive so I passed up the opportunity to interview for the CEO position of Yahoo now Yahoo is a difficult time now but this is way back when right I figured this answer cost me two billion dollars I wouldn't be here if I had Sid yeah I'll take the job just FYI so so everybody can be a bilasa t everybody can be a boo so don't be a bozo I wish I could tell you that whenever somebody tells you you can't succeed it means you will succeed it's not that easy but but if somebody tells you you can't succeed and you listen to them and never try you will never know and that's the worst outcome of all two more slides for you this is a screenshot from my company's homepage it's called canva canv a if you ever need to make graphics use canva how many use canva already really my kind of crowd yeah so think of canva is a fast free easy way to make great graphics all kinds of graphics that we figured it all out for you all templated all design in advance I promise you that in the time it takes you to boot Photoshop you can make a graphic in canva and this is a little gift for you if you ever want to try camera there are places where you may have to pay a dollar for a photo if use your own photos you never will but if you ever want to use it go to canva.com flip gif gift slash guy live and please try kappa at the end of my commercial i just wanna reiterate to you the art of innovation it is about making meaning making the world a better place make a two or three word mantra to explain how you're getting the world to a better place don't worry be crappy doesn't have to be perfect it just has to be the next curved ice 1.0 ice 2.0 3.0 remember the marketing matrix two by two matrix here in the upper right hand corner unique and valuable but above all don't let the naysayers don't let the clueless people don't let the bozos grind you down and tell you you cannot succeed the most important lesson of all of the art of innovation thank you very much thank you

Channel: NextCon

Views: 8,199

Rating: 4.9272728 out of 5

Keywords: NextCon, Nextiva, Conference, Business, Tech, Customer Service, Customer Experience, CX, Apple

Id: 49lCRJiy1iM

Length: 45min 47sec (2747 seconds)

Published: Wed Jun 28 2017